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          波士顿矩阵
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        <h3 id="什么是波士顿矩阵法"><a href="# 什么是波士顿矩阵法" class="headerlink" title="什么是波士顿矩阵法"></a>什么是波士顿矩阵法</h3><blockquote>
<p>波士顿矩阵法是一个二乘二的矩阵，将公司的每一个战略事业单位（SBUs）标在一种 2 维的矩阵图上，从而显示出哪个 SBUs 提供高额的潜在收益，以及哪个 SBUs 是组织资源的漏斗。</p>
</blockquote>
<span id="more"></span>

<p>波士顿矩阵法的实质是为了通过业务的优化组合实现企业的现金流量平衡。</p>
<p>纵坐标代表相对预计销售增长率，表示企业的各战略业务单位的相对销售增长率。</p>
<p>横坐标代表相对市场占有率，表示企业各战略业务单位的市场占有率与同行业最大的竞争者的市场占有率之比。</p>
<h3 id="波士顿矩阵法的目的"><a href="# 波士顿矩阵法的目的" class="headerlink" title="波士顿矩阵法的目的"></a>波士顿矩阵法的目的 </h3><p> 协助企业分析其业务和产品系列的表现，从而协助企业更妥善地分配资源，及作为品牌建立和营销、产品管理、战略管理及公司整体业务的分析工具。</p>
<p>波士顿矩阵根据“预计市场增长率”和“相对市场占有率”评估一个企业的整体业务情况。</p>
<h3 id="波士顿矩阵法的优点"><a href="# 波士顿矩阵法的优点" class="headerlink" title="波士顿矩阵法的优点"></a>波士顿矩阵法的优点 </h3><p> 简单明了，可以使公司在资源有限的情况下，合理安排产品组合，收获或放弃萎缩产品，加大对有发展前景的产品上投资。</p>
<h3 id="波士顿矩阵法 4 种不同的业务组合"><a href="# 波士顿矩阵法 4 种不同的业务组合" class="headerlink" title="波士顿矩阵法 4 种不同的业务组合"></a>波士顿矩阵法 4 种不同的业务组合</h3><p>(1) 明星型业务（指高增长、高市场份额）</p>
<p>对明星型业务采用的发展战略是，积极扩大经济规模和市场机会，以长远利益为目标，提高市场占有率，加强竞争地位。</p>
<p>(2) 问题型业务（指高增长、低市场份额）</p>
<p>对问题型业务应采取选择性投资战略，即首先确定对该象限中那些经过改进可能会成为明星的产品，进行重点投资，提高市场占有率，使之转变成“明星产品”。</p>
<p>(3) 现金牛型业务（指低增长、高市场份额）</p>
<p>对现金牛型业务应采取采用收获战略，即所投入资源以达到短期收益最大化为限。具体做法是：a. 把设备投资和其他投资尽量压缩；b. 采用榨油式方法，争取在短时间内获取更多利润，为其他产品提供资金支持。</p>
<p>(4) 瘦狗型业务（指低增长、低市场份额）</p>
<p>对瘦狗型业务应采取采用撤退战略。首先应减少批量，逐渐撤退，对那些销售增长率和市场占有率均极低的产品应立即淘汰；其次是将剩余资源向其他产品转移；最后是整顿产品系列，最好将瘦狗产品与其他事业部合并，统一管理。</p>
<h3 id="如何用波士顿矩阵法型来具体分析"><a href="# 如何用波士顿矩阵法型来具体分析" class="headerlink" title="如何用波士顿矩阵法型来具体分析"></a>如何用波士顿矩阵法型来具体分析 </h3><p> 第一步：评选各项业务的前景，具体数据可以从企业的经营分析系统中提取。</p>
<p>第二步：评选各项业务的竞争地位，具体需要做市场调查才能得到相对准确的数据。</p>
<p>方法：竞争地位 = 公司的收益 / 其最大竞争对手收益。</p>
<p>第三步：明确各项业务在波士顿矩阵图上的位置，具体以业务在二维坐标上的坐标点为圆心画一个圆圈，圆圈的大小来表示企业每项业务的销售额。</p>
<p>第四步：明确纵坐标“预计销售增长率”的一个标准线，从而将“预计销售增长率”划分为高、低两个区域。</p>
<p>标准线的确认有两个具体方法：</p>
<p>A. 计算出该行业市场的平均增长率作为界分点</p>
<p>B. 把多种产品的市场增长率 (加权) 后得到的平均值作为界分点</p>
<blockquote>
<p>备注：高市场增长率的销售额至少达到 10% 的年增长率</p>
</blockquote>
<p>第四步：确定横坐标“相对市场占有率”的一个标准线，从而将“相对市场占有率”划分为高、低两个区域。</p>
<img data-src="/archives/dd96e05f/v2-7852eadc5227619dd94869c172b9ead4_hd.jpg" class>

<h3 id="波士顿矩阵法在实际案例中的运用"><a href="# 波士顿矩阵法在实际案例中的运用" class="headerlink" title="波士顿矩阵法在实际案例中的运用"></a>波士顿矩阵法在实际案例中的运用 </h3><p><strong> 背景说明：</strong></p>
<p>上海和达汽车零部件有限公司是由某国内上市公司与外商合的生产汽车零部件的企业。</p>
<p><strong>产品分类：</strong></p>
<p>一是挤塑和复合挤塑类(密封嵌条、车顶饰条等)</p>
<p>二是滚压折弯类(车门导槽、滑轨、车架管</p>
<p>三是普通金属焊接类(汽车仪表板横梁模块)</p>
<p>四是激光焊接镁合金横梁模块)</p>
<p>五是排档杆类(手动排档总成系列)。</p>
<p><strong>和达公司产品波士顿矩阵图:</strong></p>
  <img data-src="/archives/dd96e05f/v2-563ccc0403ce042c580c00dc3a58ec63_hd.jpg" class>

<p>A. 问题型业务</p>
<p>从和达公司的情况来看, 滚压折弯类产品由于技术含量不高、槛低，未来市场竞争程度必然加剧。所以对于这类产品, 最好就是舍弃。由于目前还能带来利润，不必迅速退出，只要目前持必要的市场份额，公司不必再增加投入。当竞争对手大举，可以舍弃。</p>
<p>B. 明星型业务</p>
<p>对于和达公司来说，铝横梁的真空电子束焊接系统是国内第一家。具有技术上的领先优势。因此企业应该加大对这一产品的投入, 以继续保持技术上的领先地位。</p>
<p>对于排档杆类产品．由于国内在这个领域的竞争程度还不太激烈，因此可以考虑进入。和达公司应该把这类产品作为公司的明星业务来培养, 要加大对这方面的资金支持, 在技术上应充分利用和寻找国外已具有同等类似产品的厂商进行合作。</p>
<p>C. 现金牛业务</p>
<p>对于和达公司来说，其普通金属焊接类产品即是现金牛类产品。由于进入市场的时机较早, 产品价格实惠, 每年能够给企业带来相当的利润。因此对于和达公司来说，对于金属焊接类产品，应该保持住目前的市场份额，把从这个产品中获取的利润投入到铝横梁和排档杆的产品中去。</p>
<p>D. 瘦狗型业务</p>
<p>对于和达公司来说，普通塑料异型挤出和异型体复合挤出类产品因设备陈旧等原因, 在国内已落后于主要竞争对手, 从公司战略的角度出发，应该不断对这一块进行收缩, 不必再投入更大的精力和财力，逐渐把注意力集中在激光焊接和排档杆的业务上去。</p>
<p><strong>总结结论：</strong></p>
<p>通过运用波士顿矩阵分析，使和达公司明确了产品定位和发展方向，对于企业投资的选择起到了举足轻重的作用。</p>
<p>但波士顿矩阵仅仅是一个工具，问题的关键在于要解决如何使企业的产品品种及其结构适合市场需求的变化，只有这样企业的生产才有意义。同时，如何将企业有限的资源有效地分配到合理的产品结构中去。以保证企业收益，是企业在激烈竞争中能否取胜的关键。</p>
<h3 id="波士顿矩阵的分析流程可以参考下这篇文章"><a href="# 波士顿矩阵的分析流程可以参考下这篇文章" class="headerlink" title="波士顿矩阵的分析流程可以参考下这篇文章~"></a>波士顿矩阵的分析流程可以参考下这篇文章~</h3><p>波士顿矩阵（BCG Matrix），又称市场增长率—相对市场份额矩阵、波士顿咨询集团法、四象限分析法、产品系列结构管理法等。波士顿矩阵由美国著名的管理学家、波士顿咨询公司创始人布鲁斯·亨德森于 1970 年首创。</p>
<p>通过对两两属性的正负排列组合，得到四种不同性质的类型产品：<strong>双高（明星类产品）、双低（瘦狗类产品）、高低（问题类产品）、低高（现金牛类产品）。</strong></p>
<p>在现实中，我们也常运用波士顿矩阵分析一些其他的样本，比如在本文运用波士顿矩阵尝试分析一下用户数据。<strong>这里用 </strong><a href="https://link.zhihu.com/?target=https://me.bdp.cn/home.html" rel="external nofollow noopener noreferrer" target="_blank">BDP</a><strong> 作为样本数据分析工具~</strong></p>
<p>1、<strong>首先，</strong>准备样本数据，这里采用某餐厅的客户数据作为样本。</p>
  <img data-src="/archives/dd96e05f/v2-028291c2263b5c75a52d5fb57021b718_hd.jpg" class>

<p>2、<strong>其次</strong>，将客户数据与订单数据进行关联，得到客户的订单数据~</p>
  <img data-src="/archives/dd96e05f/v2-df5bc80588efdd8ca8b429aa9bd8e97f_hd.jpg" class>

<p>新增 1 个字段：均价（即客单价）</p>
  <img data-src="/archives/dd96e05f/v2-73878150d5257189f1b4deed291c4d25_hd.jpg" class>

<p>3、利用 <strong> 气泡图 </strong>（操作可参考：<a target="_blank" rel="external nofollow noopener noreferrer" href="https://zhuanlan.zhihu.com/p/26077192"> 只需一步，散点图就可以秒变气泡图，别不信！</a>）来进行波士顿矩阵分析用户画像，这里增加 <strong> 两个辅助线</strong>——a：平均金额 =500 元，b: 就餐次数 =5 次。</p>
  <img data-src="/archives/dd96e05f/v2-dff215c5475ebbea4d821cb654454da0_hd.jpg" class>

<p>最后我们得到的气泡图如下：</p>
<p>​    <img data-src="/archives/dd96e05f/v2-613f7792a08fee341edb2a377c984e66_hd.jpg" class></p>
<p>4、根据散点图，我们可以大致分析出这个餐厅的用户画像~</p>
<p>​    <img data-src="/archives/dd96e05f/v2-c387dbfc2a64e225d52d73d604cbd648_hd.jpg" class></p>
<p>根据波士顿分析，我们就把 <strong> 频次（就餐次数）和力度（平均金额）</strong>两个属性不同的用户分析出来了，如：</p>
<ul>
<li><strong>消费超过 5 次，每次消费力度平均超过 500 元的客户 </strong>，通过波士顿矩阵判定为<strong> 明星客户</strong>，这类客户需要我们重点关注，并给予最高的礼遇；</li>
<li><strong>消费超过 5 次，但每次消费力度不足 500 元的客户 </strong>，则被判定为<strong> 现金牛客户</strong>，这类客户通常消费频次比较频繁，能给企业带来较为稳定的现金流，这类客户是企业利润基石；</li>
<li><strong>消费不足 5 次，但每次消费力度超过 500 元的客户 </strong>，则是<strong> 问题客户</strong>，这类客户最有希望转化为明星客户，但是因为客户存在一定的潜在问题或规律，导致消费频次不高，这类客户需要利用客服进行重点跟进和长期跟踪；</li>
<li><strong>消费不足 5 次，消费力度也没有超过 500 元的客户 </strong>，就是属于<strong> 瘦狗客户</strong>，这类客户通常占企业客户的大多数，只需要一般性维护，不需要投入重点维系；</li>
</ul>
<p>​    <img data-src="/archives/dd96e05f/v2-41d8c05a4eb49cc2d74f2e679f5eba73_hd.jpg" class></p>
<p>同样的波士顿矩阵分析适用于其他维度，比如 <strong> 消费力度和消费周期</strong>，用来找到最近消费的客户，以及最近不常来的客户，一起来分析我们的明星客户是否在流失，现金牛客户是否在增长。</p>
<p>​    <img data-src="/archives/dd96e05f/v2-dad85e8ed1cb4a7f5649abb3930d4a3d_hd.jpg" class></p>
<blockquote>
<p>本文转载自<a target="_blank" rel="external nofollow noopener noreferrer" href="https://www.zhihu.com/question/20459847">https://www.zhihu.com/question/20459847</a></p>
<p><a target="_blank" rel="external nofollow noopener noreferrer" href="https://zhuanlan.zhihu.com/p/26932634">https://zhuanlan.zhihu.com/p/26932634</a></p>
</blockquote>

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